TikTok Shop Reports a 200+% Increase in Sales for Filipino Entrepreneurs in 2025
TikTok Shop’s features equip Filipino entrepreneurs and creators to scale their business, build communities, and achieve success in the digital economy.
TikTok Shop’s live commerce, digital tools, and capacity-building programs helped drive over 200% increase in sales for Filipino entrepreneurs and creators in 2025, according to the video-sharing app.
TikTok Shop is a feature within the app that supports livelihoods and partnerships in the digital economy through education initiatives, collaborations with government and industry partners, and creator partnerships.
“TikTok Shop is more than a marketplace; it is a partner for Filipino entrepreneurs,” said Yves Gonzalez, Head of Public Policy for the Philippines at TikTok Shop.
“By collaborating with government stakeholders and providing education, technology, and creative opportunities, we help local businesses thrive in the dynamic digital landscape,” Gonzalez said. “Our work ensures that sellers can grow responsibly, reach wider audiences, and strengthen the communities they serve, creating long-term socio-economic impact for the Philippines.”
Fostering Community Impact
(from left) Creators Lauren Young and Papanan during TikTok Shop live selling sessions, where they refined their storytelling, built strong community engagement, and helped local brands reach more buyers.
Lauren Young (@lo_young) and Papanan (@_papanan) are among the TikTok Shop creators that have seen their brands grow as a result of live commerce and brand collaborations.
Young, a former television actress turned beauty creator, partnered early on with beauty and personal care brands. This allowed her to build a strong foundation in live commerce before expanding into collaborations with local sellers, including homegrown gold jewelry brand Marigold PH.
Young displayed talent and persistence through the over 100 live sessions she hosted in 2025, earning her the recognition of TikTok Shop Philippines’ 2025 Creator of the Year.
Similarly, Cagayan de Oro-based Papanan, a freelance photographer and videographer, expanded from short-form content to live commerce in the Electronics category. His livestreams feature a mix of consumer tech products, from mobile devices to cameras and accessories, consistently delivering strong performance across major campaigns.
In 2025, he achieved the highest gross merchandise value (GMV) by a creator in a single day, exemplifying how consistency and creativity translate to tangible results.
Expanding Brand Reach
Dood has expanded from a small student-led startup to a fast-growing brand on TikTok Shop, supported by creator collaborations and live commerce programs.
TikTok Shop has likewise amplified the success of local brands like Dood, a homegrown modern innerwear brand co-founded by Maria Necilyn Manguino and John Theodore Taleon as college students in 2021. From a small space, they now operate their own warehouse and studio where they host their livestreams.
Collaborative campaigns such as #WearWithDood, seasonal bundle offerings, and major campaign day participations drove the brand substantial growth in live commerce GMV, audience engagement, and shop tab performance.
“TikTok Shop helped Dood grow from a small space to a full warehouse, allowing us to connect directly with our customers and address their needs in real time,” Manguino said. “Live selling has given us the chance to engage our community, scale sustainably, and make a meaningful impact for local Filipinas who support our products.”
The platform’s ACE Indicator System, which stands for Assortment, Content, and Empowerment, helps sellers refine product listing and pricing strategies, create short-video and livestream content, and strengthen shop performance through campaigns, vouchers, and other tools. These structured learning paths and analytics-driven insights allow sellers to make informed decisions and sustain long-term growth on the platform.
Boosting Local Commerce
TikTok Shop’s #SarilingAtin initiative also helped maximize exposure for Filipino sellers nationwide, with local product sales increasing by over 230%, and with impressions more than doubling as compared to previous years. The program has reached tens of millions of users and generated over 12 million key live session views, helping strengthen the local commerce ecosystem.
TikTok Shop conducts nationwide training programs and roadshows to equip MSMEs with practical skills in content creation, livestreaming, and digital entrepreneurship.
TikTok Shop’s capacity-building initiatives in 2025, moreover, benefited the 25,000 entrepreneurs who participated nationwide. One of these programs, the Unlad Lokal Roadshow Caravan, was launched in partnership with the Department of Trade and Industry (DTI), and provided Filipino entrepreneurs with digital tools, skills, and know-how to participate effectively in the digital economy.
The Roadshow Caravan began in Metro Manila and has since expanded to local government rollouts, including in Taguig City.
Private and public sector partnerships – such as with PLDT, Smart Communications, J&T Express, GoNegosyo, the Department of Information and Communications Technology (DICT), and the DTI – provided hands-on guidance on seller onboarding, content creation, livestreaming, platform policies, and marketing strategies t00.
These were complemented by webinars and educational videos on the @sellwithtiktokshop_ph TikTok account, which garnered over 17 million views.
Driving Inclusive Growth
TikTok Shop also has inclusive initiatives to ensure entrepreneurship is accessible to all Filipinos on the platform. Among these initiatives are TikTok Shop and Hapinoy’s training for sari-sari store owners, as well as Sumakses Sagabal-Free: TikTok Shop Basics for Persons with Disabilities, which impart practical guidance on digital selling, livestreaming, and shop management. These collaborations with Hapinoy, the Autism Society Philippines, local governments, and national advocacy bodies supported women, persons with disabilities, and other underrepresented entrepreneurs, helping them confidently enter and succeed in the digital marketplace.
TikTok Shop’s commitment to female entrepreneurs was further highlighted at Go Negosyo’s Women Summit 2025: Women Breaking Boundaries, where the platform showcased how social commerce tools and education helped women-led businesses scale sustainably.
“Digital commerce is transforming the way Filipino MSMEs grow, and women entrepreneurs are at the forefront of this shift,” said Go Negosyo Founder Joey Concepcion.
“Platforms like TikTok Shop are empowering them to scale their businesses, connect with customers nationwide, and build sustainable brands through content-driven engagement.”
“Go Negosyo,” Concepcion added, “is proud to collaborate with TikTok Shop and other online marketplaces to equip small business owners with the right tools, insights, and networks to thrive in the digital economy.”
Creating Sustainable Pathways
TikTok Shop’s impact extends beyond GMV and campaign results. By providing MSMEs with education, technology tools, and creator partnerships, the platform helps create sustainable pathways for small businesses to scale and thrive in a safe online environment.
“Our work with local entrepreneurs demonstrates how technology can uplift entire communities,” Gonzalez said.
“By equipping sellers with practical knowledge, connecting them with creators, and providing safe access to digital commerce, we help build an ecosystem where businesses can thrive sustainably,” Gonzalez added. “Supporting local MSMEs strengthens not just individual livelihoods, but the broader economy, ensuring that growth is inclusive, responsible, and resilient.”
As a partner in the Philippine MSME ecosystem, TikTok Shop drives economic opportunity, community growth, and digital innovation among small Filipino business owners.
This content was produced in collaboration with TikTok. Our Partner Content stories help us further our mission of providing relevant stories, expert insights, and business intelligence that empower Filipino entrepreneurs. The Business Manual maintains oversight of our partnership standards.
